Jon Morgenstern

The juice must be worth the squeeze, metaphorically speaking, meaning: the incremental non-working dollars being invested in personalization efforts (for creative, audience data, mar-tech, FTEs, etc costs) - that in-kind flow away from what *could have been used* for inexpensive broadly targeted working media run with top existing gen pop creative - must be able to generate demonstrably [relatively] MORE incremental gains on media effectiveness side (ideally measured on or as close to end business outcomes eg matched market testing, conversion lift, etc) as to more than offset the added costs of the personalization framework with added business impact (eg revenue) gains…tl;dr: 🧃👏📊💰

Play YOUR game and stick to principles; chasing tends to not end that well. But also be fired up by the competition and ultimately being the best at the craft. Also remember: #2s will always attack #1s; the inverse is usually not wise.

The phrasing of this prompt makes me slightly suspicious it was AI generated, but nonetheless... I assess specific advertiser feedback loops first within the context of their vertical's structural limitations, i.e. the near-term unavoidable "realities" of: where/how their audience transacts in the vertical (mostly online or in-store? owned or partner retail? Share in big box, c-store, DTC?), how often, i.e. the avg purchase cycle duration (dog food may run out every 28 days, a car every 8 years), what they spend on avg (+ after how much consideration/research), then onto who/what influences their purchase decision, when/where (comms channels, times) influence happens + current marketing/ads capes of each, THEN get into feedback signals...

*USE Excel as a Digital Strategist...the more adept you become, the more efficient you'll be with your time and output. It will shock you when you realize a task that once took you 40 minutes to complete you can now do in 6 (more accurately, too). And if plugging in certain AI tooling can help you get there faster, then by all means explore that path in 2024 + beyond.

The times I’ve felt most over-stressed/anxious in my career almost always coincided with major lack of sleep, loads of caffeine, and/or general candle-over-burning, all just to get things done in a window of time & output quality that maybe at best(?) equated to what a well-rested me could have produced in 2/3 the time and 2/10 the stress level. Knowing when/that it’s more worth it and actually practical to pause and recharge for both personal AND work reasons makes the decision easier to make should you find yourself running excessively near empty. Hope this helps someone!

Simplicity is the ultimate sophistication. And it may very well take you LONGER to arrive at a shorter — but ultimately more effective & impactful — piece of copy. Far more often than you would think, users can sense (perhaps intuitively) the level of effort & thoughtfulness that was baked into the nugget of work they are consuming, be it big or small, short-form or long-form. One’s dedication to craft and level of care exhibited in service of their audience(s) tends to win out, if not in the short-run, certainly in the long-run. Copywriting that is imbued with this intent can’t be “forged”, it can only be “earned” through such dedication, persistent over time.